Our charge: an announcement campaign as bold and dynamic as the new maestro, the new season and the new era of the New York Phil. We found inspiration not only in Jaap’s plans to forge a profound connection with the musicians, invigorate programming and cast a meaningful lens on the social issues of today, but also in his remarkable name. This is a name to remember. And what better way to imprint it on our minds eye than through a rhythmic pattern that matches the rhythms of New York City.

Pattern and repetition create an edgy, reverberant leitmotif throughout the campaign, from digital display to out-of-home and from film to subscription collateral. Jaap—its a name that will stand with the greats who came before him—Boulez, Mahler, Bernstein—shaping the way we see and hear the world.